Zipcar Rewards

Launched June 2025

I led UX strategy, design, and cross-functional collaboration for Zipcar’s first-ever Rewards program. I ran multiple design sprints and partnered across PM, UXR, Engineering, and Marketing to define a scalable loyalty experience. I guided Design through a complex business pivot—points-based to dollars-based Rewards while balancing business constraints with user value.

Results to date

  • $223k EBITDA from 2.5mo, $1.1M annualized

  • Revenue: +31%

  • Reservations: +25%

Context

Zipcar members expressed feeling undervalued compared to competitors, risking churn without a meaningful rewards program. The business needed a lever to drive EBITDA goals by increasing driving frequency, increasing trip length, reducing member churn, and improving member satisfaction. After the launch in June 2025, we closely monitored member usage and behavior, which we used as a springboard for UX Research phases and the next iteration of Rewards.

Solution

A scalable Rewards system that lets members track rewards dollars earned and progress toward their next reward. It includes behavior-based challenges, an easy-to-understand rewards history, flexible visuals, and animation to both delight and support understanding how Rewards work.

My role & impact

Led with vision

Framed the MVP around user value and business growth—keeping design grounded in purpose, not just features.

  • Defined a “minimum lovable product” by including challenges to incentivize key behaviors and putting Rewards in primary navigation space

  • Integrated UXR findings into product direction ensuring members could “save up” and redeem on their timeline

Aligned the team

Created momentum through structured collaboration and clear decision-making.

  • Facilitated multiple cross-functional workshops and design sprints

  • Summarized findings to guide alignment across teams

  • Defined priorities with PMs, UXR, Marketing, and Engineering

Navigated change

Turned ambiguity into action during the points-to-dollars pivot, keeping teams aligned and confident.

  • Translated a parent-company business decision into a phased plan, sequencing discovery, scope, and rollout.

  • Converted every impact—design patterns, flows, content, earn + spend logic, engineering interfaces, and member communications—into a cross-functional change plan.

Designed for scale

Built a rewards experience that balances business needs with long-term UX vision.

  • Designed with future promo integration in mind

  • Updated system components (e.g., modal bottom sheet)

  • Collaborated with Creative on a Rewards asset ecosystem for use across web, mobile, emails, etc.

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